What is "Jobs to be Done," and how can you use it to understand the voice of your customers?

Despite the massive amounts of data we possess on what individuals buy or do, we have comparatively little insight into why they make those decisions. Without deep insight into the voice of the customer, organizations struggle to predict what consumers will do next. ​​

The Jobs to be Done concept was first popularized by Harvard Business School professor Clayton Christensen in his groundbreaking book The Innovator’s Solution. Since that time, we’ve worked to develop a practical framework and set of tools for helping innovators – from entrepreneurs to those at Fortune 500 companies – put the concept into action.